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Ask the Email Experts

What’s one program or tool email marketers aren’t doing but should be doing?

Table of Contents

  • LoriBeth Blair-“Unlock the Power of 8 Essential Tools for Email Success.”
  • Nicholas Einstein-“Discover How AMP for Email Can Boost Engagement by 20 Times!”
  • Tali Hasanoc-  “Uncover the Secrets of Seed Lists for Email Marketing Success.”
  • Jeanne Jennings-“Master A/B Testing for Outstanding Email Program Performance.”
  • Andrew Kordek-“Transform Your Email Marketing with Comprehensive Auditing.”
  • Jaina Mistry-“Explore the Resurgence of Newsletters for Brand Loyalty.”
  • Rui Nunes- “Harness the Power of AI and Email Verification for Success.”
  • Alexandria Palau-“Cleanse Your List and Boost Metrics with List Cleaning.”
  • Dela Quist-“Unleash the Potential of Inactive Subscribers for Growth.”
  • Adeola Sole-“Optimize Welcome Emails, Second Purchase Campaigns, and A/B Testing.”
  • Chad S. White-“Discover the Future of BIMI and the Importance of Re-Permissioning.”
  • Summary and Conclusion

In 2021, Webbula launched a video series where we engaged in illuminating discussions with email industry experts, exploring a wide array of topics within the dynamic realm of email marketing. Each month, Webbula introduced a fresh lineup of email experts to delve into the intricate facets of this field.

As we step into 2023, get ready for another enlightening year with six new questions and a fresh panel of email experts.

Today’s question to the panel was:

“What is one program/tool email marketers aren’t doing but should be doing?”

 

LoriBeth Blair

Head of Deliverability, Managing Partner Email Industries

LoriBeth is very passionate about her tools for success. She lists eight different tools, starting with email hygiene to ensure lists have clean and accurate data, which is especially important for B2B marketers. Watch her full video for her other seven important tools for email success.

 

Nicholas Einstein

VP of Product Marketing, Netcore Cloud

Nicholas suggests that AMP for email is a significant development for marketers, potentially leading to a substantial increase in audience response. He believes that leveraging AMP for email can result in a 16 to 20 times boost in engagement, especially for the 30% of the audience in the US who can receive AMP-enabled messages. He encourages you to give it a try and test its impact.

 

Tali Hasanoc

Principal, Certified Digital Marketing Consultant, WSI Digital Path

Tali emphasizes the importance of using seed lists in email marketing campaigns. Seed lists consist of email addresses used to evaluate how emails appear and perform in different email clients. While preview tools like Litmus are useful, seed lists provide a more accurate representation of email delivery. She suggests that seed lists facilitate internal discussions with clients about email appearance and deliverability, making them a valuable resource for email marketers.

 

Jeanne Jennings

Founder of Email Optimization Shop, GM of Only Influencers

Jeanne emphasizes the importance of A/B split testing in email marketing. She encourages marketers to go beyond testing subject lines and suggests that A/B testing is essential for improving program efficiency and overall performance. By scientifically testing different elements of their emails, marketers can gradually enhance their email program’s success and strive for better results. Jeanne underscores that many email marketers neglect this crucial practice, which can significantly impact their bottom line performance.

 

Andrew Kordek

VP of Customer Engagement, iPost

 

Andrew highlights the importance of auditing email marketing programs regularly. He suggests auditing various aspects, starting with the sign-up process, looking at it from the consumer’s perspective. Auditing should also include creative optimization, examining the effectiveness of journeys or lifecycle components, and assessing deliverability beyond just authentication. Technical auditing or programmatic audits are crucial for the technical aspects of the program. Finally, Andrew emphasizes the significance of reviewing messaging strategies to ensure they are effective and open to innovation. He advises marketers to focus on one aspect at a time each quarter to avoid feeling overwhelmed.

 

Jaina Mistry

Director, Content & Email Marketing, Litmus

Jaina highlights the resurgence of newsletters in email marketing as a powerful tool for building brand trust, loyalty, and relationships with subscribers. Unlike purely sales-driven content, newsletters focus on providing education and consistent touchpoints with subscribers, creating a valuable connection. With the evolving landscape of social media, newsletters offer marketers a way to maintain ownership of their subscriber list and stay connected with their audience. Jaina mentions Litmus’s success with newsletters, demonstrating the engagement and positive results they can achieve. She encourages email marketers to leverage newsletters as a valuable program for engaging subscribers and customers.

 

Rui Nunes

Founder, Sendxmail

Rui emphasizes the power of email marketing even with simple tools, provided that essential elements like opt-ins and a clear value proposition are in place. However, he highlights the growing role of AI (Artificial Intelligence) in enhancing the email marketing experience. Rui discusses how AI-driven approaches consistently outperform human-driven efforts in tailoring personalized messages quickly and accurately. He mentions platforms like Salesforce Marketing Cloud and Oracle Experience Cloud that leverage AI to benefit many brands. Additionally, Rui recommends the use of email verification tools to maintain a clean and reliable subscriber list, preventing issues like attacks by bots and preserving sender reputation. Overall, he underscores the importance of AI and email verification tools in modern email marketing.

 

Alexandra Palau

CEO, All About Email Marketing

Alexandria emphasizes the importance of list cleaning in email marketing, despite the corporate inclination to accumulate more contacts. She recommends building a compelling case for list cleaning, as a significant portion (20-30%) of the list may not be performing, which can negatively impact metrics and deliverability. Alexandria suggests implementing an automated list cleaning process, involving a series of messages targeting unresponsive subscribers. The flow includes messages like “we’ve missed you,” offering discounts, sending reminders, and finally, tagging unresponsive leads for removal. By presenting data that demonstrates these contacts’ lack of engagement, email marketers can successfully justify cleaning the list, resulting in improved metrics and deliverability, ultimately enhancing their reputation.

 

Dela Quist

CIO, Alchemy Worx

Dela emphasizes the critical importance of audience management in email marketing. He highlights the need to avoid solely focusing on the best customers and explains that email marketers should pay significant attention to their inactive list, which often goes overlooked. Dela compares the value of the inactive list to a prospect list, as these contacts have potential, even with lower engagement rates. He urges marketers to recognize the potential of the inactive segment and treat it as a valuable group. Instead of merely recycling strategies that work for active customers, Dela recommends conducting specific tests, such as subject line, product, and pricing tests, on the inactive list. By doing so, email marketers can unlock the latent potential of their inactive subscribers, leading to increased revenue and a better understanding of their email marketing efforts.

 

Adeola Sole

CRM Consultant, International Speaker + Host

Adeola offers three essential email marketing strategies. Firstly, she suggests enhancing welcome emails to not only greet subscribers but also prioritize converting them into making their first purchase, streamlining the customer journey. Secondly, Adeola emphasizes the importance of a second purchase campaign to maintain customer momentum, increasing lifetime value and informing future retention strategies. Lastly, she stresses the significance of A/B testing in email automations to gain insights for both short-term and long-term improvements, allowing marketers to refine their strategies and boost campaign effectiveness. These strategies can help email marketers drive better results and enhance customer engagement.

 

Chad S. White

Head of Research, Oracle Marketing Consulting

Chad highlights two significant email marketing strategies. First, he discusses the underutilized practice of BIMI (Brand Indicators for Message Identification) among larger senders. Despite its initial challenges like cost and support, he notes that improved support from Apple and planned changes by Gmail and Yahoo in 2023 will likely lead to widespread adoption, granting senders the opportunity to display BIMI-powered logos next to their sender names in a majority of emails. Second, Chad emphasizes the importance of re-permissioning programs, especially in light of increased privacy measures that make it harder to gauge engagement. Re-permissioning campaigns provide a last chance for disengaged subscribers to reaffirm their interest, despite low re-permission rates, as each reclaimed subscriber can potentially yield significant long-term value. Chad suggests that these strategies present untapped opportunities for email marketers of all sizes.

Summary and Conclusion

What are the top 15 programs/tools email marketers should be using, but aren’t? Glad you asked! Here they are:

  1. Email Hygiene: Ensuring clean and accurate data, especially vital for B2B marketers.
  2. AMP for Email: A game-changer that can boost engagement by 16 to 20 times.
  3. Seed Lists: An essential resource for evaluating email performance across different clients.
  4. A/B Split Testing: Beyond subject lines, explore various elements for program efficiency.
  5. Regular Auditing: Covering everything from sign-up processes to messaging strategies.
  6. Newsletters: A resurgence for building brand trust, loyalty, and relationships with subscribers.
  7. AI Integration: Enhancing personalization and automation for better results.
  8. Email Verification Tools: Maintaining a clean and reliable subscriber list.
  9. List Cleaning: Removing unresponsive contacts to improve metrics and deliverability.
  10. Audience Management: Giving due importance to the inactive list as a valuable segment.
  11. Enhanced Welcome Emails: Prioritizing conversion within the customer journey.
  12. Second Purchase Campaign: Sustaining customer momentum for increased lifetime value.
  13. A/B Testing in Automations: Gaining insights for short-term and long-term improvements.
  14. BIMI (Brand Indicators for Message Identification): An emerging practice with growing support.
  15. Re-permissioning Programs: Providing disengaged subscribers with a last chance to reaffirm their interest.

These invaluable insights from our panelists shed light on the untapped potential within email marketing, offering strategies and tools to drive better results, engage customers, and stay at the forefront of this ever-evolving industry.

 

 

 

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